To develop multi-channel distribution, Premium Waters, Inc. needed a companion spring water brand to their Chippewa Springs brand.
Contractual agreements with Chippewa Springs distributors inhibited distribution expansion and volume growth. While natural spring water is used for both brands – Premium Waters identified the source for Nature’s Crystal as the La Fayette Spring, in La Fayette Township Wisconsin.
The move gave Premium Waters dual entry into the water market. Nature’s Crystal — which is available in spring, distilled, fluoridated and drinking water — has been used for multi-channel distribution.
